Motion Shield: Gamified UX for driver retention
Designing an engagement layer that gives drivers a reason to return before accident happen
Overview
As a contract product designer for Motion Shield, I designed DriverPlus — a new engagement layer built to shift the app from a reactive crisis tool into a daily driving companion, giving drivers a reason to return before anything goes wrong.
Scope of Work
Led end-to-end UX and UI design for DriverPlus, a new feature built on top of an existing live product
Conducted user research and affinity mapping to identify the primary driver motivation (insurance cost reduction)
Designed the Credits and Driver Score systems, and expanded the design system to support them
The Challenge
Motion Shield's core product was built for emergencies. Outside of an accident or claim, there was no reason to open the app, making it nearly impossible to build habitual engagement or demonstrate ongoing value. The business couldn't offer insurance discounts directly, so the opportunity was to give drivers trustworthy data they could use as leverage in their own price negotiations with insurers.
Outcome
DriverPlus successfully launched, repositioning Motion Shield beyond emergency-only use
Enable proactive engagement through assessment and prompt profile update, which align with the B2B promises of accurate driver data
Established a scalable foundation for future partnership with vehicle-related service across the UK
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